Ford has decided to deviate from the traditional advertising approach with its latest “Mustang Inner TV” campaign.
The ads focus on the consumer, versus the product, prodding individuals to let out their “inner Mustang”, revealing what suits them each best.
“We know that Mustang owners are incredibly passionate about their car,” said Matt VanDyke, director of U.S. Marketing Communications. “Rather than just show features and benefits, our new ad demonstrates how people see the product as an extension of who they are. We believe that everyone has an inner Mustang just waiting to be unleashed.”
“This ad was created to work in tandem with the success of our Mustang Customizer and downloadable app, which allows anyone to create their very own Mustang, selecting colors, accessories and decals to complement the amazing design,” said Lee Jelenic, Ford Car Marketing Communications manager. “Mustang owners are unique, independent, and like their cars to reflect their personalities. The Customizer site and this spot pay homage to that.”
Check out more news on the Ford Mustang.
With over 4 million digital Mustangs crafted on the website since fall, and a 62 percent increase in Facebook fans, its clear that the application has been successful for Ford. The application allows for custom creations, with options for just about every exterior part on the Mustang V6, GT, Boss 302 or GT 500. A parts list can be printed and taken to a dealer for order as well as virtual battles against other Mustang builders.
“These results confirm the potential we saw in developing a social platform that lets Mustang owners have fun with the brand, interact and share,” said Scott Kelly, Ford Digital Marketing manager.
– By: Alexandra Koken